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The Industry Summit 4.0: Stakeholders Urges Practitioners to Brace up for More Challenges

Stakeholders in the marketing profession have been urged by experts to prepare for a difficult time ahead in 2023.
This call was made at the just concluded The Industry Summit 4.0 with the theme: “how marketers should handle 2023″ recently in Lagos.
Speaking at the event, the chairman of the occasion who is also an authority in Nigeria’s marketing communications landscape and chairman of STB-McCann, Sir Steve Omojafor disclosed that, the outcome of 2023 election petitions and national population census (NPC) will impact how Marketers will handle 2023 and subsequent years, noting that, how positively or negatively, remains a matter of conjecture.
The marketing expert further stated that, “what we do know, however, is that the Marketing Communication Industry in Nigeria, will not be immune from both local and global trends.”
For example, he continued, “the World Bank in its Global Economic Prospects (January 2023) makes it clear that the pronounced weaknesses of the United States, Europe and China, which are described as ‘the world’s three major engines of growth, would have ‘adverse spillovers for emerging markets and developing economies.’
According to him, “this is not hard to understand, I am not an Economist, but it is safe to say that marketers should expect a bumpy ride in 2023. In Nigeria, for instance, when you throw in a mish-mash of the country’s low crude production, weak exports, the dynamics of the workplace and importantly, a budget deficit of N11.34trillion, derived from a projected total revenue of N10.49 trillion and total expenditure of N21.83 trillion, budgeted by the outgoing Buhari administration, it is easy to infer that the picture is far from rosy either for the country’s economy or, more strongly, for us in the Marketing Communication Industry.”
While presenting the first paper at the event entitled: “Turn Data to Action: How Marketers Can Rationalize & Drive Efficiencies with Intelligence”, keynote speaker, Tolu Ogunkoya, Regional Group Managing Director, OMD West and Central Africa {WeCA} who was represented by the Executive Director, media Reach OMD, Yinka Adebayo pointed out that, ”some say, Data is Oxygen, Data is life but, for us, data is blood, adding that data is needed to address the gaps in today’s dynamic environment / everchanging landscape.”
According to him, “big data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it, to sum it, business is about having foresight, agility, scale and tenacity.”
“We should learn never to waste a crisis situation because crisis will always be the best platform for good managers to excel. Your ability to showcase your potential is when you are in deep situation. If everything is going on normally everybody will thrive but when the whirlwind is putting everybody aside and one decided to put in the creative cap at the end of the day you see opportunity.” He noted.
Speaking further he said: “For example, during the lockdown, when everybody went to sleep some people made the money they have never made before. That is a crisis situation, but rather than see the cup half empty they saw it as half full”.
Also, presenting the second paper entitled: “FMGC: Impact of government policy shift on the industry and the Consumer” the second keynote speaker, the Corporate Affairs and Sustainability Director, NBC, Ekuma Eze pointed out that, Nigeria’s Foreign Direct Investment (FDI) has declined steadily over the last five years.
He stressed that, “some may tend to attribute the declining FDI as stated to COVID-19 issues between 2019-2020. This is not entirely true because countries like India and China saw a rapid rise in FDI in the two years despite outbreak of the pandemic. Since the mid-2000s, China and India have seen FDI soar as both countries beat the poverty trap.”
According to him, the simple reason why China and India have continuously recorded rising FDI is their policy thrust that has placed emphasis on productivity and workforce quality. The two countries have set a national work ethos that has made their citizens among the most productive on the planet.
“I have tried to lay this foundation to underscore the importance of government policy in creating a favorable business environment for FMCGs. Public policy is the foundation for business creation, growth and overall economic prosperity. Public policy processes represent the fundamental processes of governance and development. I stress on development here because public policy should be about people’s needs and for their good. Therefore, the principles should be efficiency, effectiveness and responsiveness, consensus and adequate participation of the people in a transparent and accountable process.” He noted.
Continuing, he said that, Nigeria unfortunately has been largely plagued by policy inconsistencies, reversals and lack of coherence, noting that, between 1960-2000, real income per capita grew at only 0.43% per year.
He however, stated that 2001-2006, real per capita GDP grew at an annual rate of 4.2%. The difference between the two periods is simply due to policy choices.
The improved performance between 2001-2006 was owing to comprehensive economic reform program via the National Economic Empowerment and Development
“His words: “Strategy (NEEDS). NEEDS encompassed important structural reforms designed to enhance the transparency and accountability of public sector policies and institutions. It focused on improving the macroeconomic environment, pursuing structural reforms, strengthening public expenditure management, and implementing institutional and governance reforms. This resulted in real GDP growth averaging 7.1 percent per year between 2003 and 2006, an inflation rate of 10 percent in 2006, foreign exchange reserves of US$45 billion in 2006, and total external debt of only US$5 billion in 2006. An oil price-based fiscal rule was introduced in which government expenditure was based on a prudent oil price benchmark. Any revenues that accumulated above the reference prices were saved in a special excess crude account. Government budgeting was based on conservative oil prices of $25 per barrel in 2004, $30 per barrel in 2005, and $35 per barrel in 2006, despite higher realized prices of $38.3 and $54.2 in 2004 and 2005, respectively.”
For him, adoption of this rule ensured that government expenditures are de-linked from oil revenue earnings, thereby limiting the transmission of external shocks into the domestic economy. There was a marked improvement in the government’s fiscal balance, with the previous deficit of 3.5 percent of GDP in 2003 turning to consolidated surpluses of about 10 percent of GDP in 2004 and 11 percent of GDP in 2005.
Also, he stated that, “fast Moving Consumer Goods (FMCG) as it is broadly categorized, comprises of three major segments: Household care, personal care and food and beverages. FMCGs form the largest chunk of the manufacturing sector in Nigeria, which is the fourth largest sector of Nigeria’s economy, creating employment for over 3 million Nigerians.”
“The FMCG industry in Nigeria is worth about US$20 billion. In Q3, 2022 Nigeria’s Gross Domestic Product (GDP) grew by 2.25 per cent (year-on-year) in real terms, representing a 1.78 per cent decline compared to the 4.03 per cent growth recorded in Q3 2021, according to the National Bureau of Statistics (NBS). The manufacturing sector contributed 8.59 per cent to GDP, lower than 8.96 per cent in Q3 2021, as well as 8.65 per cent in Q2 2022.” He added.
He further disclosed that, the declining performance of the manufacturing sector according to the NBS data is indicative of the realities of the operating environment characterized by high lending rate, forex illiquidity, high energy cost and adverse effect.
In his opening remark, Goddie Ofose, convener of The Industry Summit stated that immediately the CBN governor announced the cash swap policy on November 2022, it was very certain that the first quarter of 2023 would be difficult for marketers.
According to him, “the theme encapsulate what has transpired in the first quarter of this year, therefore, the remainder of the year should be much easy if marketers have taken lessons from the happenings of first quarter.”
He also stressed that, “besides cashless policy challenge, general election and population census pose another huge challenge for the imc industry because during every election circle, the marketing vehicles which are media and it’s channels are usually being taken over by politicians. This makes very difficult for marketers to compete because politicians would always outspent brands during this time.”
“Brands are conscious of their adventure because new government usually come with new policies. It is my believe that the outcome of the summit would better put marketers in a good stead to manage their expectations in the remainder of the quarters in 2023.”
The Industry Summit is an annual event put together by The Industry Newspaper to promote marketing value and heritage in Nigeria. In recent times, it has become an avenue to encourage marketing practitioners to have first-hand information on marketing.
The summit which is in its fourth edition has recorded tremendous success in bridging the knowledge in Nigeria’s marketing landscape.
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IHS Nigeria Reaffirms Commitment to raising Nigeria’s Next Tech Giants from the Ilorin Innovation Hub

Telecommunications infrastructure provider, IHS Nigeria, has reiterated its commitment to transforming the Ilorin Innovation Hub into a leading destination for talent and technology development across North-Central Nigeria. The company envisions the Hub as a launchpad for future unicorns and a magnet for young innovators from Kwara State and the surrounding regions.
Speaking during a virtual town hall session organized by the Ilorin Innovation Hub with the theme “From Ilorin to the World: Building a Globally Recognized Technology Hub,”, Mr. Kazeem Oladepo, Senior Vice President & Chief Operating Officer of IHS Nigeria, emphasized the importance of collaboration, mentorship, and community engagement in nurturing the next generation of entrepreneurs.
“We see the Ilorin Innovation Hub as a platform to attract top talent—not just from Ilorin, but from across the region’s tertiary institutions and tech ecosystem,” Oladepo said. “This is an opportunity to build globally impactful companies by harnessing local brilliance with global insight.”
Mr. Temi Kolawole, Managing Director/CEO of the Ilorin Innovation Hub, described the town hall as a homecoming for top minds with roots in Kwara State.
“This is a convergence of visionaries—people who’ve built, scaled, and invested in world-class companies—now giving back to shape a collective future,” Kolawole said. “Our partnership with IHS Nigeria exemplifies what’s possible when public sector ambition meets private sector expertise.”
Responding to a participant’s question on how individuals could contribute towards the growth of the hub, Mr. Oladepo encouraged industry experts present to engage directly with the Hub’s program managers – future Africa and Cc-Hub, provide mentorship, and help in aligning the training modules with local and global market realities.
“IHS is already investing financial, technical, and intellectual resources into the Hub. But to truly thrive, we need champions within the ecosystem—mentors who’ve built real businesses—to guide young people as they develop transformative ideas,” he noted.
Highlighting long-term sustainability, Oladepo called for the inclusion of successful professionals and entrepreneurs in the Hub’s activities to ensure relevance and adaptability.
“Let’s bring in those who’ve succeeded in fields like e-commerce, logistics, Healthtech, and Data Mining. Their insights can help refine the Hub’s programs and ensure participants extract real value,” he added.
Other speakers at the session included Ms. Anu Adasolum, Founder & CEO of Sabi, and Mr. Chris Folayan, Founder of Founder Centered. The virtual townhall was well attended with participants including tech enthusiasts, founders, startups drawn from both within and outside Nigeria.
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Airtel Nigeria Promotes World Environment Day with Nationwide Sustainability Activities

Telecommunications provider, Airtel Nigeria has reaffirmed its commitment to environmental sustainability with a nationwide campaign to combat plastic pollution in commemoration of World Environment Day 2025.
Themed “Ending Plastic Pollution”, this year’s events demonstrated the corporate mission of Airtel to champion environmental stewardship.
Tagged #UnPlasticAfrica, the company’s campaign began on June 3, mobilizing employees across six operating regions for a week of education, advocacy, and cleanup activities aimed at promoting sustainable living, in alignment with global efforts to reduce plastic pollution.
The activities kicked off with a Sustainability Seminar, led by Dr Hassan A. Sanuth, Director of Sanitation Services at the Lagos State Ministry of the Environment and Water Resources, and focused on the role of the individual in reducing plastic waste while promoting practical recycling habits.
Following this educational session, all Airtel Nigeria employees took the “Eco Pledge” to commit to reusable containers.
In his remarks at the seminar, Chief Executive Officer of Airtel Nigeria, Dinesh Balsingh, reaffirmed Airtel`s dedication to sustainability.
“As we invest in Nigeria’s digital future, we are equally committed to protecting the environment that sustains us. From AI-powered services that reduce paper use to partnerships that connect rural areas without environmental disruption, we are embedding sustainability into every layer of our operations,” he said.
Speaking at the workshop, Dr. Sanuth emphasized the urgency of addressing the plastic pollution crisis, particularly in urban centers like Lagos.
“Plastic waste is choking our drains, polluting our water bodies, and threatening public health. Every little action counts, from individuals making conscious choices to organizations taking bold steps and together, our collective efforts can make a significant impact in ending plastic pollution,” he noted.
He also highlighted the dangers of plastic waste, noting that microplastics have been traced in food, water, and even human blood and called for stronger policies and corporate accountability.
The highlight of the week was a market clean-up and sensitization drive held by Airtel employees in Abuja, Oyo, Benin, Enugu, and Kano. Airtel staff volunteers, in collaboration with local partners, led plastic collection efforts, conducted environmental hygiene training, and distributed over 3,000 branded reusable bags and parasols to market vendors and shoppers.
The World Environment Day campaign, nicknamed Earth Fest 2025, is part of Airtel Nigeria’s broader CSR Strategy, which continues to integrate environmental stewardship into its organizational practices.
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NOTAP Boss Laments Loss of IPR by Nigerian Researchers

Dr. Obiageli Amadiobi, director general, National Office for Technology Acquisition and Promotion (NOTAP), has expressed displeasure over the level of Intellectual Property Right (IPR) losses by Nigerian researchers due to insufficient knowledge of the benefits of IPR protection.
Speaking at a one-day Coordinator’s Forum organized by the Office in Uyo for the South-South geopolitical zone of the country, the Director General, represented by Mrs. Caroline Anie-Osuagwu, director of Technology Acquisition and Research Coordination (TARC) department, said that prior to the establishment of the Intellectual Property and Technology Transfer Offices (IPTTOs) in Nigerian knowledge establishments, Nigerian researchers had no deep knowledge of the importance of IP protection, hence losing their IP rights.
In a statement signed by Raymond Onyenezi Ogbu for the head, Public Relations and Protocol Unit of NOTAP, the DG advised researchers to always file for a patent each time they anticipate a breakthrough and avoid publishing before patenting, as any research work published in a paper is already in the public domain and can no longer be patented.
“IP rights are rights granted to a researcher or inventor by the government to have a monopoly over the financial exploitation of their inventions for a period of time to recoup the expenditure on their research undertaking”. the DG said.
She challenged patent owners to license or commercialize their inventions, adding that patents that cannot metamorphose into tangible products and services are not worth keeping, as they are liabilities to the owners.
The DG said that researchers with patented inventions can license their invention for royalty purposes or sell them outrightly to venture capitalists if they cannot commercialize.
“Over the years, the nation has depended on the consumption of products from foreign research, while Nigeria is blessed with skilled human resources but only needs to be strategic in their research understanding”.
“The aim of organizing the IPTTO coordinator’s forum was to interact with the coordinators, know their challenges and achievements, and encourage the centers that are not very progressive to strengthen their centers.” She added.
The DG stressed that while a number of centers are performing well, some are struggling to find their fit, occasioned by bureaucratic bottlenecks.
She expressed confidence in the ability of the research communities engaging in demand-driven and market-driven research to fast-track development adding that technology development is a product of research work, and knowledge institutions are duty-bound to engage in critical research to advance the IPR ecosystem in Nigeria.
Participants from the South-South Zone took turns to commend NOTAP for the impactful program and requested the Office to assist them with links to venture capitalists for the commercialization of their research results.
All the IPTTO coordinators presented their scorecards and were advised to get ready for the 2026 IPTTO ranking that would be organized by the Office.
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